Today, the author jumped directly from strategy to tactics, sharing how companies should carry goods through live broadcast & short video.
Determine the relevance of business and live broadcast
First of all, founders should analyze the correlation between their business and live broadcast or short video marketing. Specifically, I think it can be divided into three types: strong correlation, weak correlation, and no correlation.
Strong correlation. Under the trend of live e-commerce, it is very suitable for companies with strong supply chain and operational capabilities and a certain e-commerce foundation.
Weak correlation. The enterprise itself makes some e-commerce products, but the products are not necessarily suitable for live broadcast and short video marketing, and need to be explored.
Irrelevant. For example, it is very difficult for raw material manufacturers to realize transactions through e-commerce.
Entrepreneurs need to figure out whether their business is suitable for marketing and sales through short videos and live broadcasts, and they will flood in if they can’t see the outlet. If there is not much output in the end, it is meaningless.
If the company has reached a strong correlation with live broadcast and short video marketing, there is a very important one, that is, whether consumers are willing to pay for the goods through live broadcast or short video? This needs to be tested in advance, rather than relying on our imagination.
If the company has a weakly related relationship with live broadcast and short video marketing, it is equivalent to a very new project for the company, that is, adding departments to the company’s original foundation, which requires a lot of time and energy to research. If the company has nothing to do with live broadcast and short video marketing, it is equivalent to doing a new business, and the logic of the business needs to be restructured.
For companies that are weakly related and irrelevant to live broadcast and short video delivery, it is necessary for the boss to devote himself to a period of time to bring the business line up. If you hire a professional manager to do it, I think it will be very difficult to succeed.
The reason is that there is no shortage of supply on the market now, as long as there is a hand-held flow, there will be a lot of supply and capital influx. If a professional manager has a strong ability to operate traffic, he can do it alone. If he does not have the ability to operate or is poor, then he will come to the enterprise to test the waters, and he will not be able to promote the value at all.
Therefore, I suggest that the founder must push the business to a process-oriented operation, and build the overall framework, and then slowly hand it over to the team.
How should companies choose a live broadcast platform
Now there are many live broadcast and short video platforms. Head platforms such as Douyin, Kuaishou, Taobao, Pinduoduo, Momo, Watermelon Short Video, Xiaohongshu, Mogujie and other platforms have also joined the live broadcast and short video battlefield.
Next, I will analyze the characteristics of the four platforms Taobao Live, Kandian Live, Kuaishou, and Douyin, hoping to help entrepreneurs effectively choose the platform that suits them.
Taobao Live
First of all, we need to think about what capabilities should be available to play Taobao live broadcast?
1. Insist on broadcasting every day, never fishing for three days and drying the net for two days. If you do not have perseverance and the idea of persisting, I advise you not to do it now. Head anchors such as Li Jiaqi, Wei Ya, and Simba insist on live broadcasting every day and continue to serve fans.
2. The ability of the anchor directly determines the output ratio of realization, including the ability of the anchor to sell, bring goods, understand consumers, and control the field.
3. The ability to acquire traffic within Taobao.
If the company originally had its own Taobao store and the internal traffic was good, it could better display and introduce products for consumers after being embedded in the live broadcast. On this basis, if the enterprise leads users to Taobao live broadcast rooms through the site or outside the site, the probability of users paying the bill will be greatly increased, and the conversion rate will also increase significantly.
If the company’s Taobao store has average operating capabilities, it may need to spend money to buy fans to get traffic. If the company’s financial strength is strong enough, you can also invite some Internet celebrities to the live broadcast room to bring traffic.
Do Taobao live broadcast, which companies and founders are more likely to succeed?
Taken together, I think there are the following points: 1. The supply chain is strong, the products are cost-effective, and consumers are more likely to pay and the conversion rate.
2. The original company’s marketing capabilities are strong enough to quickly show the marketing points to consumers through live broadcast and short video tools.
3. The founding team is very capable. The mode of delivering goods through live broadcasts and short videos is very new, which puts a great test on the ability of the founder team.
Watch live
In November 2019, WeChat launched a new live broadcast mini program “Kandian Live”. Compared with the streaming platforms such as Taobao Live and Douyin, the biggest difference between Kandian Live is that it is a live broadcast platform based on private domain traffic. Kandian Live is very similar to the WeChat business system. Traffic is obtained based on the sharing of WeChat friends, so it has the characteristics of secondary fission.
For example, if a bottle of 99 yuan of wine is sold in the live broadcast room, the first-level dealer will have a commission of 20 yuan. After you think this product is good and share it with your friends, they will place an order through your link point, and you can get a secondary commission. Therefore, its flow has the possibility of fission.
What are the unique advantages of Kandian Live?
1. The traffic of Kandian Live comes from private domains, so it is especially suitable for companies with distribution mechanisms. It simplifies the ability requirements of distributors. As long as the distributor is willing to help the anchor share continuously, and his crowd matches the products in the anchor live broadcast room, the transaction can be concluded.
2. The crowd watching the live broadcast is very controllable. Because the platform and WeChat are directly connected, entrepreneurs can accurately push products to target customers. Compared with Douyin Kuaishou, Kandian Live can also directly add customers to WeChat, pull WeChat groups, and better maintain fans and manage customers.
In addition, Kandian Live can also attract external traffic through advertising, and guide users to the live broadcast room for acceptance and conversion.
Douyin
First of all, we should clarify the user portrait of Douyin:
Most registered users are in first- and second-tier cities, 60% are females, 51% are 24 years old and below, 77% are under 30 years old; from the perspective of income level, 33% of users with income below 3,000 yuan and 3,000-5,000 yuan 32%, 5,000-10,000 yuan accounted for 23%, and only 12% over 10,000 yuan. Generally speaking, the income of young people is low and their disposable income is low.
Currently, Douyin’s traffic mainly relies on short videos, and live broadcasts will gradually become more abundant in the future. Companies want to bring goods through the Douyin platform. It is very important to clarify the traffic distribution mechanism of Douyin. It is based on the comprehensive data of the anchor’s works, including the like rate, comment rate, attention rate, completion rate, replay rate, etc. .
Therefore, if you want to become a big fan on Douyin, the most important thing is not your fans, but your core fans. When your diehard fans are fine, they will search for your content and stay for a long time. This will improve the quality and overall score of your work, and the overall video exposure will become greater.
By analyzing the relationship between Douyin’s live broadcast and short video, the traffic obtained by live broadcast is more valuable than the traffic obtained by short video. Because people who watch short videos are not necessarily interested or used to live shopping.
What are the practical methods for companies to bring goods through the Douyin platform?
1. People set up fans, first make a loyal fan account, and then cut the goods.
Companies that use Douyin live broadcasts to sell goods must be based on the created person settings. Selling things must be carried out in the vertical field. Selling mobile phones today and selling cosmetics tomorrow is not enough. For example, Li Jiaqi started selling lipsticks at the beginning, and then slowly expanded to other areas.
2. Douyin live broadcast focuses on traffic-based monetization, focusing on product innovation, supply chain capabilities and platform traffic acquisition capabilities.
quick worker
A few years ago, many people questioned Pinduoduo, and many people questioned Kuaishou two years ago, but both platforms are now extremely powerful and fierce.
In terms of user portraits, Kuaishou users are mainly distributed in third- and fourth-tier cities, with more than half of the 25-50 year olds. Kuaishou users pay much attention to price and quality when shopping. The delivery logic of Kuaishou Live Streaming is through extremely cost-effective products, and the shipment volume is very large. Now Kuaishou live broadcast has entered the mid-term competition stage. Many people have very strong supply chain capabilities, and their sales are very “horrible”.
Compared with traditional e-commerce and retail, the biggest advantage of the form of live or short video e-commerce delivery is that the traffic price is very low and there are very few middlemen. In addition, the amount of goods carried by the anchor is very large, so the goods can be obtained at a very low price, and the price of the product is very competitive.
There are many interesting ways to play on the Kuaishou platform: for example, bargaining. We can often bargain prices from anchors and suppliers, and can cut the product from the original 30 yuan to 19.9 yuan, and can also give away gifts. Since the beginning of 2019, bargaining has been very popular. In the bargaining game, as long as consumers are convinced that the price of the product is really reduced, it will succeed.
In addition, there is a quarrel playing method. In the live broadcast room, the anchor quarrels with the general manager to activate the atmosphere.
In Kuaishou, which type of founder team is easier to succeed?
In summary, I think that first, your team with strong supply chain capabilities, strong branding, good marketing skills, and a deep dive into Kuaishou is more likely to succeed.
Which type of industry is suitable for bringing goods through live broadcast?
Now Kuaishou’s platform is already very large. It is basically similar to Taobao and Tmall’s major categories, and there are some differences in subcategories, but the overall direction is basically the same. For example, the types of cosmetics, regionalization, and characteristic types are more suitable for fast-handling, while franchise, direct sales, and distribution types are not suitable.
For entrepreneurs, they must choose live and short video platforms that suit them according to their own advantages, not blindly follow the trend, and pay attention to the results they want.
